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In my travels across Canada I am hearing the ‘Oz’ effect has slowed which has had some impact on overall sales. The FTC put him in his place!
So where did the Ozites go…back to the land of OZ? Not quite…they went back to their cozy homes in your community, the 8 miles around your store where 80% of your business comes from. [One retailer said he walked the 8 mile radius to get a real perspective of his business community, good idea!]
The Oz effect is based on basic marketing of natural health products 101– sell the solution NOT the product, and he was able to do it on the strongest branding media…TV.
I have heard Oz does not bring in ‘our kind of customers’ however with potential of $50,000 purchasing in their lifetime of natural products I’d sure be trying everything to get them onto ‘our kind’ of lifestyle.
As a retailer I always made the budget to run a monthly ‘advertorial’ style solution based article in the local community paper, print still works to bring in new customers while the advertorial positions your store as a solution based resource for their health.
Other retailers have had success with their own radio show, some retailers have become local celebrities with their shows.
TV though often over budget may be good place to run ads during the Oz show.
Remember when using your coop dollars to not spend it all on DISCOUNT PRICE flyers, make sure to build your brand on SOLUTIONS…no one complained about the price of a Raspberry Ketones they just were upset if we did not have stock…
Natural Health Resource Center…
Quite a few people have told me recently how customers come in for answers to their health questions then leave to buy product elsewhere…I know this is tough however it does show how you are seen as ‘the’ natural health resource in your community, do not take that position lightly, play it up… make sure they leave with solution literature on a product or service only you sell… be the oz…
The recommenders – it never ceases to amaze me the dedication, care and quality of people who work in the health food stores. Many of you have worked in the same store serving customers for 10, 15, 20 or more years. Think of all the lives you have changed…think of how many more in your community could benefit from the solutions you sell…be the oz…
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